OpenAI plans to add visual display ads next to images that users ask ChatGPT to generate. The company said these new ad placements will begin appearing later this month in the United States only, and will initially feature products and services from a test group of advertisers.
Labelling and effect on responses
OpenAI emphasized that the ads will be clearly labelled and will not influence the answers ChatGPT provides. Nevertheless, adding visual ads beside generated images could disrupt the user experience for some users, and may encourage casual users to upgrade to a paid subscription to avoid seeing ads.
Expanded measurement tools and partner ecosystem
Alongside display ads, OpenAI is expanding its ad measurement tools and partner ecosystem. The company now lists click attribution partners including AppsFlyer, Triple Whale, Adjust, DV Rockerbox, Northbeam, Branch, Singular, Kochava, Airbridge and Tenjin. It also named full-funnel, advanced measurement partners Fospha, Measured and INCRMNTAL.
Geo-based experiments and brand suitability pilots
OpenAI said it has partnered with Haus, Measured and WorkMagic to help advertisers explore geo-based experiments around ads. The company is also developing brand suitability evaluation pilots with DoubleVerify (DV) and Integral Ad Science (IAS) to help advertisers better understand the ChatGPT ads environment.
Context and rationale
Earlier this year OpenAI introduced ads to support its free and low-cost subscription tiers, and in August expanded them to India. The current move aims to attract online advertisers who want to use richer visual imagery to reach potential customers. Once ads roll out globally, advertisers would potentially be able to target ChatGPT’s reported 1.2 billion weekly users.
Market dynamics
The decision comes as new competitors such as Meta’s Muse—an agentic AI app available for free—enter the field and intensify competition among AI chatbots. OpenAI appears to be positioning ChatGPT as a viable ad-supported business for users on free and low-cost plans, while providing measurement and suitability tools for advertisers.
Summary
Introducing visual display ads next to generated images and expanding measurement and suitability partnerships signals OpenAI’s push to monetise ChatGPT through advertising. The change starts in the U.S. later this month, with clear labelling and assurances that ads will not alter ChatGPT’s responses.
